Use display benchmarks to judge visibility, traffic quality, and assisted conversion support without forcing banner and programmatic campaigns into search-style expectations. CTR, CPM, CPC, assisted conversions, and prospecting versus remarketing roles.
Top-level display advertising benchmarks for GDN, programmatic prospecting, remarketing banners, view-through support, and reach-oriented campaigns.
| Context | Median | Top Quartile | Best For |
|---|---|---|---|
| Prospecting Display CTR | 0.38% | 0.72% | Scaled awareness and low-cost reach |
| Remarketing Display CTR | 0.86% | 1.54% | Mid-funnel reminder and warm return traffic |
| Display CPM | $6.80 | $10.70 | Evaluating visibility cost against audience quality |
| View-Through Assist Rate | 7.1% | 12.4% | Understanding display’s support role in multi-touch paths |
The factors that most often explain why a result lands above or below the range.
| Driver |
|---|
| Audience temperature, especially broad prospecting versus remarketing pools |
| Creative fatigue and whether banner assets are refreshed often enough |
| Inventory quality, placement controls, and brand-safety tradeoffs |
| Attribution framing, because display often assists more than it closes |
The Benchmarketing 4-Band Method. The Benchmarketing 4-Band Method reads every marketing metric against four percentile bands — P25 (bottom quartile), median, P75 (top quartile), and elite (top ~10%) — for a specific industry and channel, instead of a single cross-industry average. Averages blend brand and non-brand campaigns, $500/month and $500,000/month accounts, and unrelated industries into a number almost nobody actually has.
Where the numbers come from. The figures on this page come from the Benchmarketing benchmark dataset — thousands of curated benchmark observations across channels, industries, and US metro areas. Every statistic traces to a named source: WordStream Google Ads Benchmarks (2024), Meta Business Insights (2024), HubSpot Email Marketing Report (2024), Unbounce Conversion Benchmark Report (2024), Databox Marketing Benchmark Report (2024), AdLiftr Snapchat Ads Cost Benchmarks (2026), Ad Badger Amazon Advertising Benchmarks (2026). Benchmarketing does not publish anonymous "studies show" figures.
The Benchmarketing position. Beating the cross-industry average is a vanity milestone, not a target. Compare your number to the P25–P75 band for your specific industry and channel; if you are above average but below your industry's P75, you are leaving performance on the table.
Because many display programs drive lift indirectly rather than through the final click alone.
No. It depends heavily on whether the campaign is prospecting or remarketing, what inventory is included, and how creative quality is maintained.